Communicating green

Doing business in an environmentally responsible manner affects an organization's bottom line. Simply put, an organization that consumes more than its optimal amount of resources and generates excessive amounts of waste is an operation that is less efficient than it should be. In its most basic form, being "green" means being clean and lean.

Moreover, going green instills a sense of mission that motivates employees more than financial incentives alone can do. It signifies a commitment to social responsibility, which indirectly contributes to the bottom line by making green companies more attractive to customers, investors, and prospective employees who share the same environmental concern.

Companies that aim to effectively demonstrate their green consciousness and commitment to environmental concerns need more than just smart marketing. If being green is part of how you differentiate your firm, you know that the "greenness" of your organization depends largely on your employees' behavior. You can change that behavior through education and persuasion; in other words, with effective communication.

Making the commitment to social responsibility is the first step. Supporting that commitment with the right tools to simplify communications that educate and motivate behavior and achieve desired outcomes is how you can turn your commitment into practical reality.

Solutions

Our solutions are as varied as the needs of our clients. The most effective approaches integrate the following three program elements:

Measuring employee attitudes: A good place to begin is with employee listening. Our surveys will reveal how your employees feel about going green. An initial survey will establish a baseline for your employees' green awareness and attitudes. Subsequent follow-up surveys measure the degree of successful change that has been achieved — and identify areas that require further attention.

Employee education and communication: Buck offers several ways to educate employees about green issues:

• Our re:NEW™ online newsletter provides an off-the-shelf solution that addresses new green issues every month
• Websites, intranets, and other portals deliver your specific green messages to employees on an ongoing basis, updated as frequently as you desire
• Podcasts deliver spoken messages directly from your organization's leaders or green experts — conveying their conviction and support
• Blogs give employees the means to share green ideas directly with one another and across your entire organization. (Here's an example of how we used the Buck blog to promote green awareness.)
• Interactive online quizzes and modeling tools can help your employees answer questions like, "How green am I?" and "What is my personal impact on the environment?"

Motivating and rewarding green behavior: Executive and employee compensation programs that reward green behavior and achievement of green objectives underscore the seriousness of your commitment. Organizations may award "green bonuses" that specifically address their environmental objectives. Of course, whatever form they take, goals and rewards must be clearly communicated to be effective.